( 2 reviews )
-
( 1 of 1 found this review helpful ) Posted: Jul 20 2004
This is a fine academic text but of limited use to practitioners. Having taught financial services marketing for many years, I have found this book lacks real-world applications. In addition, its focus is primarily UK based.
-
( 6 of 6 found this review helpful ) Posted: Jul 14 2000
There are simply not enough good books that capture the nuances of Marketing Financial Services. We are fortunate that one (if not the only) book in this field is as well written and educational as this.While Financial Services face the same challenges as conventional products, there are difficulties and challenges unique to the industry. Considering the size and momentum of the world's financial markets, you would think there would be more attention paid to this field. Ennew and her group carefully walk you through all the major categories of banking and financial services. That being said,there are areas where the book might not sit well with many readers. Most of the data is UK centered. One might have to look for another source to learn more about marketing financial services and products in a global scenario. The book probably did not explore the value of BRANDING in the financial services industry with the depth it could have.However, this is a fine introduction for novices and a convenient resource book for old hands.
